Nike Flies with Hyper Freedom

Preview of two shoes launching in August

Just doing it the way of the Swoosh, Nike hosted hundreds of journalists from all over the world at their Beaverton, OR campus to announce the launch of two new innovative shoes that will be on the market at the beginning of August. While about 90% of the writers and bloggers were from fashion publications and websites devoted to fashion or "sneaker blogs," Nike invited a handful of running publications, including Running Times. No surprise, but these shoes look good. Nike knows that and it would be foolish of the company to ignore the market allure of fashion and design.

Nike CEO, Mark Parker

The "Nature Amplified" campaign was introduced by CEO Mark Parker, who unveiled the Free Flyknit ($160) and the Free Hyperfeel ($175). The Flyknit essentially weds two of Nike's technologies: the Flyknit, which was rolled out for last summer's Olympics, and the Free 5.0 outsole/midsole platform.

The sock-like upper is reminiscent of the mid-80s Sock Racer and Sock Trainer, only with a much smoother upper, thanks to the advanced weave of the Flyknit, which uses different thread thicknesses and weave patterns to encapsulate the foot without restricting it. The secure and snug upper hugs your foot enough that the laces seem unnecessary and it would feel comfortable to wear the Free Flyknit without socks, although there are no antimicrobial qualities in the fabric so foot smell could be less desired side effect.

The fit is welcoming to those with odd-shaped feet or with protrusions like bunions. Combining the accommodating upper with the flexible, flowing bottom unit made for a natural running flow when tested on grass and pavement. This is the barefoot sensation that Nike was aiming for, accordingly to Sean McDowell, VP and Creative Director of Nike Running.

The Free Hpyerfeel is more of a departure for Nike. The Flyknit upper attaches to a thin waffle outsole and all of the cushioning comes from a Lunar sock liner that, explained Nike's VP of Footwear Innovation, Tony Bignell, was merely inserted and not glued into the shoe to maximize the foot's freedom of motion. The low-profile, narrow-cut shoe ran with exceptional cushioning, given about 10mm of Lunar martial in immediate proximity to the foot. Thus the appropriate name "Hyperfeel."

Both shoes use very few parts and result in almost no post-production waste. The manufacturing process is machine intensive but, like Under Armour's Preform, which is made at a bra factory, there are fewer laborers involved and that opens the door to moving to domestic production, which would cut down on shipping and could improve working conditions and raises the potential for a friendly environmental and human story. Let us hope.